World’s largest gaming and esports festival heads to the NEC in March 2026 amid cultural shift among Gen Z audiences
One of the world’s largest gaming and esports festivals is set to arrive in the United Kingdom for the first time next spring, as DreamHack Birmingham prepares to debut at the NEC with a three-day celebration of competitive gaming, creators and digital culture.
From 27 to 29 March 2026, DreamHack Birmingham will take over the National Exhibition Centre, bringing together thousands of fans, professional esports players, streamers, cosplayers and developers. Organisers expect the event to attract a large national and international audience, positioning Birmingham as a new hub for live gaming events in Europe.
The arrival of DreamHack in the UK reflects the growing commercial and cultural weight of gaming, particularly among younger demographics. Industry data cited by the organisers shows that gaming now plays a bigger role than music in the lives of more than nine in 10 UK teenagers, underlining a generational shift in entertainment consumption.
Gaming festivals are increasingly becoming the first major “festival” experience for young audiences, ahead of traditional music events. Among female teenagers, 84% say gaming now plays a bigger role in daily life than music, while 95% report they would feel safer attending a gaming festival than a music festival. Streamers and professional esports players are also emerging as cultural figures who rival, and in many cases surpass, pop stars in influence.
The UK debut comes at a strategically opportune moment. With Glastonbury entering a fallow year in 2026, DreamHack Birmingham is positioning itself as a flagship live event for Britain’s youth and young adults, offering an alternative festival model rooted in gaming, technology and online communities.
DreamHack events are known for their scale and breadth, combining esports tournaments, open gaming areas, live entertainment and interactive zones. The Birmingham edition will feature a wide range of PC, console and arcade gaming setups, alongside freeplay areas designed to encourage hands-on participation from attendees.
Esports will form a central pillar of the festival programme, with globally significant tournaments planned, including competitions from the Call of Duty franchise, with further titles to be announced. These tournaments are expected to draw both elite professional players and substantial online viewership, reinforcing esports’ growing role as a commercial spectator sport.
Beyond competition, the event will spotlight the creators, streamers and on-stage talent shaping contemporary gaming culture. Content creators now play a critical role in the gaming economy, influencing purchasing decisions, fashion trends and platform engagement, and their presence is expected to be a major draw for fans.
Organisers are also placing emphasis on the wider cultural ecosystem surrounding gaming. Attendees will be able to explore fashion, lifestyle and pop culture trends inspired by gaming and festival culture, reflecting the sector’s expanding influence beyond screens and consoles.
For the UK events industry, DreamHack Birmingham represents a significant addition to the live entertainment calendar. The festival’s arrival underscores the increasing convergence of technology, media and live experiences, and highlights the commercial opportunities presented by younger, digitally native audiences.
The choice of Birmingham as host city aligns with broader efforts to position the region as a destination for large-scale international events. The festival will take place at NEC Birmingham, one of the UK’s largest exhibition venues, with organisers citing its capacity, transport links and existing infrastructure as key factors.
Press and media will be offered first-hand access to the festival, including opportunities to interview organisers about bringing the world’s largest gaming and esports festival to the UK, as well as discussions on the future of live gaming events. Additional access will include the Indie Playground, creator interviews, interactive zones and gaming demonstrations.
As gaming continues to reshape entertainment, culture and commerce, DreamHack Birmingham is set to test the UK’s appetite for large-scale gaming festivals. If successful, it could mark a turning point for how live events are designed and marketed to the next generation of consumers.
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